How do you boost email engagement without damaging your deliverability?

Understand your audience's preferences and behaviors. Segment your list based on demographics or engagement history. Craft targeted content for a lasting connection and heightened engagement, ensuring emails resonate with each subscriber. For instance, tailor content differently for active users versus those who haven't engaged recently.

To gain a deeper understanding of our users, I consistently engage in the following activities: 1) Conduct User Interviews: I conduct user interviews to gain insights into their needs and pain points --> This info helps me come up with copywriting and design ideas. 2) Maintain User Properties: They allow for the delivery of personalized content --> Which helps me increase email metrics such as OR and CR 3) Implement Surveys: I deploy surveys at various touchpoints/segments --> This aids in refining our email strategy by evaluating the pros and cons. 4) Analyze User Behavior: I take a deep look into analytics to gain insights into user behavior --> This approach helps me better understand how users interact with our product.

To boost email engagement, start by understanding your audience and their needs. Here’s how: Segment Your List: Use tools and methods to categorize your subscribers based on their preferences, behavior, and interests. Collect Feedback: Gather insights directly from your audience to refine your approach. Personalize Your Messages: Tailor your emails to resonate with each segment’s unique characteristics. By sending targeted and relevant emails, you’ll enhance open rates, click-throughs, and responses, while minimizing unsubscribes, complaints, and bounces.

Check how your segments react to your emails by analysing open, click and unsubscribe rates. Make sure the personalisation matches your products or services. Avoid intrusive behavioural data or constant repetition - nothing is more annoying for your subscribers than seeing the same product in re-targeting over and over again.

Don't pitch or sell to subscribers who aren't ready. Tailor content based on where they are in the customer journey (new subscriber, regular buyer, at-risk of churning) can significantly enhance engagement.

Over 60% of all emails are opened on the phone globally. If the email isn’t mobile friendly or accessible for that matter, chances are. you’re going to lose out on ton of potential customers/revenue. By optimizing emails for mobile, you’re not only enhancing user experience, leading to higher engagement rates, you’re also reducing the chances of your emails being deleted or marked as spam. It's a win-win! Now to ensure both conditions are met, focus on simple, clean layouts, concise content, and clear CTAs that are easily clickable on mobile screens. Test emails regularly across different devices and email clients to guarantee compatibility and responsiveness.

I've found that unexpected and curiosity driven subject lines like "the end." and "if you're scared, good." can boost opens. Also experiment with different tones and styles in subject lines and preheaders. For some audiences, a casual or humorous tone might work better than a formal one, and vice versa.

Try a blank preheader. This means leaving the preheader empty. It's a stark contrast to the norm, where long subject lines & preheaders are designed to give a sneak peek of the email's content. You can verify this by checking your inbox. If your preheader is blank, it’ll be the odd one out — instantly standing out & catching the readers’ attention. The result is more attention & email opens. To create a blank preheader in your email marketing tool, enter the following: ‌

create targeted campaigns, recognise bounce risks and continuously improve your marketing strategy. Pay particular attention to the preheader - it should concisely summarise the content of the email and offer clear added value. A well-designed preheader can often make the difference between an email being opened and ignored. So give it just as much attention as the subject line!

Craft compelling subject lines that prompt opens. Keep them concise, relevant, and intriguing. Example: "Boost Open Rates by 25% with Personalized Subject Lines." Preheaders should complement, offering additional context in 40 characters or less. Here are three more examples and explanations why it's an effective way to use. "Unlock Exclusive Savings: Your VIP Access Awaits!" Reason: Creates a sense of exclusivity and urgency. "Don't Miss Out! Limited Edition Drop Just for You" Reason: Appeals to the fear of missing out (FOMO) and personalized touch. "Your [Product] Dreams Await – Discover the Magic Inside!" Reason: Personalized and enticing, creating curiosity.

With a significant portion of email opens occurring on mobile devices, it’s essential to design your emails to be mobile-friendly. Use responsive design to ensure that your emails look good on any device, and pay attention to accessibility features such as alt text for images, clear fonts, and sufficient color contrast. Emails that are easy to read and navigate on mobile devices will see higher engagement rates. Additionally, accessible design practices ensure that your emails reach a broader audience, including those with disabilities, without compromising deliverability.

It's best to start designing your emails for mobile viewing right away. Since most emails are opened on mobile devices these days, this should be your main focus. Keep the design simple and clear. Avoid text over images as these often scale unsightly.

Modern email marketing tools should have this covered for you. They’ll provide you with design templates that are responsive. This ensures the emails look good & are easy to read — no matter if they are read from mobile devices or desktops. Keep in mind that an email message is supposed to have a simple design. It’s not a landing page. If you want a fancy design, it’s better to direct subscribers to click to your landing page.

In a mobile-dominated era, crafting emails with responsive design is non-negotiable. Optimize your content with a mobile-friendly template, clear layout, readable font, and high-quality images to ensure an engaging user experience on any screen. Extend your inclusivity by incorporating accessibility features, like alt text for images and descriptive links, catering to a diverse audience with varying abilities and impairments.

Design emails for mobile, prioritize readability and accessibility. Use responsive templates, clear layouts, and alt text for images. Over 61% of email opens are on mobile, emphasizing the need for mobile-friendly design to reach wider audiences.

Before you hit send, take the time to ensure your emails are primed for success. Use testing tools to check how your emails appear on various devices and email clients, assess your spam score and sender reputation, and track performance metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. A/B testing is another powerful tool in your arsenal. By comparing different versions of your emails, you can refine your content and design to cater perfectly to your audience's preferences.

Always send a test email before you start the final dispatch. View it on all your devices to make sure everything is displayed correctly. And most importantly: check every link. Really every one. That way you avoid any nasty surprises.

Testing and optimizing emails before sending is essential for success. Utilize tools to preview emails across devices and clients, ensuring consistent display and functionality. Monitor spam scores and sender reputation to maintain deliverability. Track key metrics like open, click-through, and conversion rates, adjusting strategies accordingly. Implement A/B testing to experiment with variables such as subject lines, content, and visuals, optimizing engagement. Regularly review and refine email campaigns based on insights gleaned from testing and performance analysis. By prioritizing testing and optimization, you enhance email effectiveness, fostering stronger subscriber engagement and driving better results over time.

Use the sunset strategy to keep your list clean. Delete long inactive subscribers or move them to a separate inactive pool that you no longer write to. This will help you keep your open and click rates high and protect your spam score. Remember: more is not always better.

Give them a preference screen. You must respect the privacy, but go above and beyond that by allowing your subscribers to manage the frequency and kinds of emails they receive from you. Then respect that when sending.

You should make unsubscribing very clear and easy in your e-mails. Don't make it blend in with the background color or in font 6. The better they can unsubscribe the better your deliverabily and reputation will be. You should also provide options for them to choose what type of content they want and at which frequency they want to receive them. Don't forget to create segment based on these choices and exclude them from your campaigns.

Il est très important que les abonnés puissent de désinscrire très facilement. Cele est devenu indispensable de nos jours, avec toutes les règles liées à la confidentialité. Un abonné qui n'est pas satisfait peut nuire avec votre marque en véhiculant un bouche-à-oreille négatif.

Always, always list cleanse. If you don't have a sunset flow, do a list cleanse campaign at least once a year. Once you complete and remove the unengaged from your list, you'll see engagement changes without the unengaged muddying the data. Plus, there are other benefits: 1?? Boost Deliverability – Say goodbye to bounces and spam folders. 2?? Increase Engagement – Get accurate insights from engaged subscribers. 3?? Elevate Your Reputation – Build trust by sending relevant, timely content. 4?? Cut Costs – Stop paying for contacts who aren’t paying attention.

Set up a re-engagement automation, so your email marketing program proactively grooms your list to keep performance strong. Use a dynamically populating segment to trigger the automation. So when the subscriber is deemed “unengaged” they begin the re-engagement automation. The automation itself should contain 2-3 emails with time delays in between. These emails call for the subscriber to re-engage in order to remain on the list. (Of course, these emails should be tailored to your brand’s audience.) If the subscriber re-engages, remove them from the automation. If the subscriber doesn’t re-engage by the end of the automation, unsubscribe them from your list.

Keep your list clean by: 1) having a sunset flow in place to sunset inactive profiles 2) regularly unsubscribing inactive profiles 3) seperate generated leads from incentives from your standard newsletter list

Your email list is like a garden. You can let it grow wild and overrun, or you can prune it regularly. Keeping it clean doesn't mean you’re losing potential customers—it means you're nurturing the right ones. A healthy list = better engagement = higher deliverability. Don't chase numbers, chase quality. Next time you send an email, ask yourself: Is my list thriving or just surviving?

The simpler the email design: — The less complex the backend html code — The smaller the size of the email message — The more it’s liked by mailbox providers (Gmail, Yahoo, Hotmail, etc.) — The more likely your email messages will be placed in the inbox (better deliverability) So, consider using a simple email design instead of a fancy one. Leave the fancy design for your landing page.

Imagine what gets you excited about a brand. What really catches your eye? Now, when you get a re-engagement email, what makes you want to click? It's all about understanding your audience—those are real people with varied interests. So, segment your list and send personalized emails that make them feel special. Maybe toss in a discount or a killer offer in a super clickable button.

Never underestimate the power of UX! Segmentation and a good subject line get them to open. Once they open you've got a captive audience. UX is how you keep them interested and influence a behavior (conversion).